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Efficient Frontier will use its predictive modelling technology to maximise the sales uplift from search.

Britannia Hotels owns 35 hotels across the UK, including the Britannia Hotel in Manchester and the Adelphi Hotel in Liverpool.

Nick Morley, vice president of international sales and client development at Efficient Frontier, said: "Search marketing is a highly complex environment, demanding sophisticated bid management algorithms coupled with the expertise of market analysts and marketers."